In our previous blog post, 5 Techniques to Build a Long-Term Partnership with Your Customer, we explored how sales professionals can create lasting relationships by focusing on collaboration and trust. But how do you take your Value-Based Selling approach even further? How do you move from good to outstanding?
Sales leader Terri Coplin shares transformative insights with Rob Swymer on moving beyond transactional selling to building deep, trust-driven relationships that lead to long-term success.
The Three Pillars of Value-Based Selling
Terri highlights a pivotal learning moment that reshaped her sales approach: understanding the power of physiology, focus, and language in Value-Based Selling.
1️⃣ Physiology – How you present yourself, your confidence, and your energy directly impact your interactions. Sales success starts with mastering your own presence.
2️⃣ Focus – The best salespeople focus on what truly matters to their customers, not just their own agenda.
3️⃣ Language – The way you communicate should resonate with the buyer, showing that you understand their world and challenges.
By mastering these three elements, sales professionals can create a stronger, more human connection with their buyers.
The Power of Human Connection in Sales
One of the biggest takeaways from Coplin’s journey is the importance of authenticity. Customers aren’t just looking for a solution—they’re looking for a partner who understands their needs on a human level.
🚀 Takeaway: Successful sales happen when you connect with customers emotionally and intellectually.
A key strategy Coplin recommends is embracing the “give before you get” mindset. Instead of pushing a product, lead with insights, strategic guidance, and genuine curiosity about the customer’s business. This fosters trust and positions you as a valuable resource rather than just another salesperson.
The Value Stack: A Framework for Lasting Impact
Coplin takes a Value Stack approach, which helps align personal and professional goals to create long-term success. At Skillibrium, we refer to the research and Value Stack approach as a Value Map, wherein you document the objectives, strategies, initiatives and more that the customer is focused on achieving. The core idea? If you document value for your customers, why not document it for yourself?
📝 Here’s how you can apply this approach:
1️⃣ Define Personal and Customer Goals – What do you want to achieve? What does success look like for your customer?
2️⃣ Create a Visualization Plan – Just like Benjamin Franklin’s morning routine, set clear objectives and measure your progress.
3️⃣ Align Value with Outcomes – Show your customers the direct impact of your solution on their goals.
This structured yet flexible approach helps sales professionals stay aligned with their customers’ evolving needs, ensuring a win-win-win scenario: a win for the company, the salesperson, and the customer.
The Secret to Outstanding Sales: Give, Then Get
In high-level executive selling, the ability to add value before asking for something in return is crucial.
✅ Offer insights before pitching a solution
✅ Understand their pain points deeply before positioning your product
✅ Be a consultant, not just a seller
By shifting your mindset from “closing deals” to “building partnerships,” you create a foundation for lasting relationships.
From Good to Outstanding: The Mindset Shift
Great salespeople don’t just focus on what they sell—they focus on what their customers achieve. Rob Swymer emphasizes that emotion drives motion. Customers are more likely to buy when they feel heard, understood, and supported.
🌟 “You don’t even know you’re doing it because you’ve now got yourself in that mindset—and you’re coming to the customer to give, not get.”
Final Thoughts
The difference between good and outstanding in sales isn’t about having a superior product or pitch—it’s about how well you create value, align with customer goals, and lead with authenticity.
By applying Value-Based Selling strategies like the Value Stack, human connection, and the give-before-you-get approach, sales professionals can move beyond transactions to build true customer partnerships.
💡 Are you ready to elevate your sales approach from good to outstanding? Start by focusing on VALUE—not just for your customer, but for yourself.
Make sure you check out our YouTube Journey|Cast channel for more great content from seasoned sales professionals like Terri Coplin.